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The 3rd Conference on Scholarly Publishing in the Context of Open Science “PUBMET2016’’ (http://pubmet.unizd.hr) was held on 20 – 21 October in Zadar. PUBMET2016 is devoted to current topics in the scholarly publishing area and scientific and research work assessment (bibliometrics and altmetrics). The organizers are the Department of Information Sciences of the University of Zadar and Centre for Scientific Research of Ruđer Bošković Institute. Within the session “Business Models in Scholarly Publishing“, the paper “A model of self-sustainable scholarly Open Access journal” authored by Nina Antičić, MSc from Brodarski institut, Prof. Kalman Žiha, PhD and Prof. Nastia Degiuli, PhD from the Zagreb Faculty of Mechanical Engineering and Naval Architecture was presented. The paper discusses the issue of financing a digital edition of non-profit international scientific peer reviewed open access journal based on the analysis of authors’ propensity to accept the article processing charge against sponsors’ propensity to advertise in a scholarly journal.